IWC Schaffhausen opened a 2,366-square-foot flagship at 329 North Rodeo Drive this week, joining Rolex, Patek Philippe and Audemars Piguet and Piaget on the fabled street.

“Edouard d’Arbaumont, brand president of IWC North America, said the company has long aspired to have a store on the street.

Inspired by the 1920s Art Deco popular during the Golden Age of Hollywood, the two-story store boasts period light fixtures, cases made from polished zebra wood and a VIP lounge.

“IWC has had a long-lasting relationship with Hollywood, be it in movies, with actors, or supporting film festivals all over the world. Hollywood is a dream factory and, in a way, with our products, we too are trying to create and sell a dream,” said Georges Kern, chief executive officer of IWC, which is owned by Compagnie Financière Richemont. Among the brand’s placements are “House of Cards” for Kevin Spacey and on former spokesmodel Carmelo Anthony.

Along with the 200-plus watch styles on display, there is a limited-edition The Big Pilot’s Watch dubbed “Boutique Rodeo Drive.” The timepiece, which retails for $14,900 and is limited to 250 pieces worldwide, is made from ceramic with a titanium crown and a blue dial and 46-millimeter case. The largest self-winding movement from IWC, it continues running for seven days.

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